Company Analysis Assignment- Amazon

   

Added on  2020-05-28

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BUSINESS PROJECTCOMPANY ENVIRONMENT AND COMPETITION ANALYSISAMAZON.COM YIP CHUI HALSM STUDENT ID:206059BUSINESS PROJECTBA (HONS) BUSINESS AND MANAGEMENT (TOP-UP)THE UNIVERSITY OF NOTHAMPTON 18 Mar 2018Business Project
Company Analysis Assignment- Amazon_1
Running Head: Business ProjectPage | 1Company Environment and Competition analysisAmazon.com
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Running Head: Business ProjectPage | 2Table of ContentIntroduction...........................................................................................................3Market Overview....................................................................................................5Alibaba V/s Amazon-Competitive analysis.............................................................6Company History................................................................................................6Company Philosophy..........................................................................................6Business Models.................................................................................................7Geographical Focus............................................................................................7Product Sales......................................................................................................8Service and Fee revenues..................................................................................9Road Ahead........................................................................................................9Gaining competitive advantage.............................................................................9Adaptability......................................................................................................10Strategy............................................................................................................10Challenges Faced by Amazon-Trading internationally.........................................10PESTLE analysis-Amazon..................................................................................11Political Factors.............................................................................................11Economic Factors..........................................................................................12Socio cultural Factors....................................................................................12Technological Factors....................................................................................13Legal Factors.................................................................................................13Environmental Factors...................................................................................14
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Running Head: Business ProjectPage | 3Other challenges faced by Amazon..................................................................14Logistics........................................................................................................14Cultural complexities.....................................................................................14Language barriers and communication styles...............................................15Cost calculation and Global pricing strategy.................................................15Strategy for Amazon to enhance the business....................................................16Usage of Data to upsell....................................................................................16Enhanced brand experience for the consumers...............................................16A loyalty program with serious benefits...........................................................16Google Ad’s......................................................................................................16Diversify into cloud based business..................................................................17Amazon marketing communications................................................................17Amazon Partnership strategy...........................................................................17Data driven automation....................................................................................17Focus on Artificial intelligence and machine learning.......................................18Conclusion...........................................................................................................18References...........................................................................................................20
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Running Head: Business ProjectPage | 4IntroductionE-commerce is one of the most talked about business word since last decade, a lot of credit can be given to Amazon.com to take e-commerce to the heights envisioned and should be appreciated for starting something so relevant for the entire world. Amazon.com is one of the largest online marketplace connecting buyers and sellers (Bhatt, Patel, Chheda & Gawande, 2015). The company which was started at the back of a garage way back in 1994 by the present visionary Jeff Bezos now has emerged as the largest e-commerce player in the market. Amazon was launched initially as an online book store, few years later the company forayed into DVD, Games, Lifestyle, Clothing, Consumer durable, web services and what not, the company currently boasts of more than millions of products listed on its website, finely curated to make easy browsing for its customers(Smith, Rupp & Offodile, 2017). The company operates through three segments across the globe; North America, International and Amazon web services. One of the most astonishing features of Amazon’s business model is that it operates on Marketplace model, which means that it does not hold or control any inventory of its own; it just provides a platform where the sellers can sell their good to the buyers (Kristensen, Penner, Nguyen, Moy & Lam, 2017)
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Running Head: Business ProjectPage | 5Amazon earned revenue of 136 Billion in the year 2016 and it employees over lakh people working in its offices which are situated across 13 counties, althoughthe company ships product in almost 185 countries and merchants from over 100 countries list their product on its website (Chen & Wilson, 2016). It is really an impossible task to even imagine how the company effortless operates its business operation which is spread across so many countries, despite the plethora of countries the company is operating in, Amazon still remain one of themost valued and customer centric company in the world. How much ever the competition may be rising, Amazon always pulls out best practices to woo the customers and its consistent innovation in improving the customer service keepsits way ahead of all its competitors(Schmidlin, 2014). Amazon has been also making tremendous contribution to the world by its cloud services, also called asAmazon web services, is apparently even bigger than the Microsoft (Schein, 2017)The purpose of the report here is to do a comparative analysis of how Amazon is competing in the market and understanding of its competitive position. The report will also highlight how Amazon is leveraging its competitive edge to provide additional benefits for its customers and still sustain its position of leader. The report will also highlight the challenges company faces or has been facing in its entire journey while trading across borders. In the era of globalization, when the entire world is accessible at a click, there still are challenges in setting up a business in other countries. PESTLE analysis will help in understanding the various macro environmental forces to consider while evaluating business opportunity. At the end of the report certain strategies will be recommended to Amazon on how to enhance its existing business and maintain the competitive edge over its competitors.
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